Package Design - August 2013 - 34

Q& A

EXPERT’S TAKE: HOW TO PICK A DESIGN FIRM

Mauro Porcini

Chief design ofﬁcer at PepsiCo Inc.

What is the best way
to discover agencies?

I often discover agencies through conferences. At a conference,
agencies may be showing their best practices. Even if they aren’t
on stage, they are part of the conversation. During the two, three,
four days of a conference, I exchange ideas, see how the agencies think and see how they really work and think—on stage, in
the audience or over conversations at lunch or dinner.

How do you manage
all the pitches that you
receive from design firms?

What are the top
three characteristics
of great design firms?
34

AUGUST 2013

Ah yes, I do have a neverending list of e-mails from
agencies. So I apply a
tough ﬁlter. When we have
a need for an agency for a
speciﬁc project, we may
consider a ﬁrm from the
e-mails we receive nearly
every day. We have too
many choices.
In a company like
PepsiCo, we have a team
of very experienced people
and they have people who
they’ve developed good
working relationships. So,
very often we ﬁsh in our
network of agencies.

They have a portfolio ﬁlled with beautiful and meaningful relevant
packaging that stands out against their competitors, are business savvy and able to deeply understand the strategic proﬁle of
the consumer, and a humble but self-aware approach that fosters openness.
The ability to engage the company in a healthy, meaningful
conversation is so important. Unfortunately, I’ve been observing
many design ﬁrms that have almost an arrogant attitude. Agency
people must be able to engage other people with a humble,
positive, meaningful, open kind of approach. This is extremely
important. It’s all about a partnership. But I still want them to be
self aware of the great work they do.

Package Design - August 2013

Table of Contents for the Digital Edition of Package Design - August 2013

Package Design - August 2013
Contents
Editor’s Letter
Front Panel
Snapshots
Converter’s Corner
Two Icons, One Bottle
Toast to Today
Attention Grabbers
Seductive Spirits
Brand Makers
Mauro Porcini of Pepsico Inc.
Philip J. Duncan of Procter & Gamble
Jeff McLemore of Sunsweet Growers Inc.
Bill Kneebusch of Popeye Energy
Sheila Scott Formerly of Williams-Sonoma
Darralyn Rieth of Kimberly-Clark
Kevin Ford of Millercoors
Luminous Beauties
Smart Packaging for Smart Brands
Product Focus: Boxes and Cartons
Datebook
Index of Advertisers
Field Notes
Package Design - August 2013 - Intro
Package Design - August 2013 - BB1
Package Design - August 2013 - BB2
Package Design - August 2013 - Package Design - August 2013
Package Design - August 2013 - Cover2
Package Design - August 2013 - 1
Package Design - August 2013 - Contents
Package Design - August 2013 - 3
Package Design - August 2013 - Editor’s Letter
Package Design - August 2013 - 5
Package Design - August 2013 - Front Panel
Package Design - August 2013 - 7
Package Design - August 2013 - 8
Package Design - August 2013 - 8a
Package Design - August 2013 - 8b
Package Design - August 2013 - 9
Package Design - August 2013 - 10
Package Design - August 2013 - 11
Package Design - August 2013 - 12
Package Design - August 2013 - 13
Package Design - August 2013 - Snapshots
Package Design - August 2013 - 15
Package Design - August 2013 - 16
Package Design - August 2013 - 16a
Package Design - August 2013 - 16b
Package Design - August 2013 - 17
Package Design - August 2013 - 18
Package Design - August 2013 - Converter’s Corner
Package Design - August 2013 - Two Icons, One Bottle
Package Design - August 2013 - 21
Package Design - August 2013 - 22
Package Design - August 2013 - 23
Package Design - August 2013 - Toast to Today
Package Design - August 2013 - 25
Package Design - August 2013 - 26
Package Design - August 2013 - Attention Grabbers
Package Design - August 2013 - 28
Package Design - August 2013 - 29
Package Design - August 2013 - Seductive Spirits
Package Design - August 2013 - 31
Package Design - August 2013 - Brand Makers
Package Design - August 2013 - 33
Package Design - August 2013 - Mauro Porcini of Pepsico Inc.
Package Design - August 2013 - 35
Package Design - August 2013 - 36
Package Design - August 2013 - 37
Package Design - August 2013 - Philip J. Duncan of Procter & Gamble
Package Design - August 2013 - 39
Package Design - August 2013 - 40
Package Design - August 2013 - 41
Package Design - August 2013 - Jeff McLemore of Sunsweet Growers Inc.
Package Design - August 2013 - 43
Package Design - August 2013 - 44
Package Design - August 2013 - 45
Package Design - August 2013 - Bill Kneebusch of Popeye Energy
Package Design - August 2013 - 47
Package Design - August 2013 - Sheila Scott Formerly of Williams-Sonoma
Package Design - August 2013 - 49
Package Design - August 2013 - 50
Package Design - August 2013 - 51
Package Design - August 2013 - Darralyn Rieth of Kimberly-Clark
Package Design - August 2013 - 53
Package Design - August 2013 - 54
Package Design - August 2013 - 55
Package Design - August 2013 - Kevin Ford of Millercoors
Package Design - August 2013 - 57
Package Design - August 2013 - 58
Package Design - August 2013 - 59
Package Design - August 2013 - Luminous Beauties
Package Design - August 2013 - 61
Package Design - August 2013 - Smart Packaging for Smart Brands
Package Design - August 2013 - 63
Package Design - August 2013 - 64
Package Design - August 2013 - Product Focus: Boxes and Cartons
Package Design - August 2013 - 66
Package Design - August 2013 - Index of Advertisers
Package Design - August 2013 - Field Notes
Package Design - August 2013 - Cover3
Package Design - August 2013 - Cover4
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